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Campaigns
Last edited:
January 31, 2013
Introduction
Overview
What is a campaign to end VAW?
Definition
Scope
Duration
Themes
Why are campaigns needed to end violence against women and girls?
What works? Key Lessons for campaigns on VAW
Lessons on stakeholders
Lessons on key messages
Lessons on approaches
Lessons on planning and implementation
Lessons on ethics
What can one expect from a campaign to end VAW?
Guiding Principles
Grounding the campaign in human rights and gender analysis
Adhering to ethics in campaigning
Consulting those close to the issue
Do no harm: protection
Informed consent and confidentiality
Demonstrating integrity
Campaign Planning
Strategic planning: essential issues
Overview
Key points to consider
Essential checklist
When does it make sense to start or join a campaign?
Important questions to ask
Joining a campaign
Timing
Setting and framing the campaign issue
Defining the problem
Research ethics
Tools for problem analysis
Framing the campaign issue
Conducting formative research
Situation analysis
Overview
SWOT analysis
Policy analysis
PESTEL analysis
Risk analysis
Stakeholder analysis
Overview
Influence assessment grid
Rainbow and onion diagrams
Stakeholder SWOT
Formative research on target audiences
Theories of change in campaigning
Overview
Theories of institutional change
Theories of behaviour change
Campaign approaches
Campaigns for behaviour change
Campaigns for institutional change
Calling for urgent attention to specific cases
Resource mapping
Campaign Strategy
Essential issues
Overview
Key elements of an effective campaign strategy
Multi-pronged strategies
Campaigning as part of wider efforts to end VAW
Setting the campaign goal, outcomes and timing
Setting the campaign goal
Setting the campaign objectives or desired outcomes
Setting the time frame
Identifying stakeholders and target audiences
Overview
Identifying target audiences
Key tools to identify targets
Getting to know the target audience
Campaigning tactics and techniques
Building and framing a campaign alliance
Advantages of campaign alliances
Framing an alliance
Practical steps in alliance building
Exit, adapting and scaling-up strategies
Exit strategy
Adapting successful or promising campaign models
Scaling up
Reality check: Reviewing the campaign plan
Campaign Implementation
Do’s and don’ts
Campaign leadership and management
Leading the campaign
Ingredients of effective campaign management
Campaign staff and volunteers
The art of collaboration in alliances
Ways of working together
Effective steering structures
Overcoming challenges in alliances
Action planning
Monitoring – key issues
When to adjust a campaign
Managing conflicts and unforeseen crises
Conflict management
Conflict prevention
Conflict analysis and resolution in groups
Dealing with unforeseen crises
Growing a campaign
Concluding a campaign
Reaching goals
Terminating or transforming a campaign alliance
Issues to consider when ending a campaign
Campaign Communication
Overview
Do’s and don’ts
Designing a communication strategy
Key steps in designing a communications strategy
Essential factors for an effective communication strategy
Sample communication strategies
Crafting the campaign message
Key elements of the campaign message
Questions to consider when crafting the message
Ethical considerations in messages on VAW
Choosing communication techniques and tools
Overview
Which communications techniques and tools will work for the campaign?
Determining communication channels
Using the media
Media strategy
Types of media coverage
Attracting media coverage
Educating the media
Tools in ‘earned’ media coverage
Interviews
Press or media advisories
Press releases
Press conferences
Press Kit
Letters to the editor
Open/Opinion editorial columns
Printed materials
Overview
General tips on printed materials
Campaign logo
Print materials for reading
Common print materials used in campaigns
Campaign leaflets and brochures
Campaign posters, postcards, stickers, buttons, and t-shirts
Comic books
Newsletters
Advertisements in the press
Printed material for display
Audio-visual media
Purpose-driven audio-visual tools
When does it make sense to use audio-visual tools?
Public service announcements
Educational entertainment (Edutainment)
Video, film and radio
Digital video
Community radio
Electronic campaigning
What is e-campaigning?
When does it make sense to use e-campaigning?
Tools in e-campaigning
Websites
Blogs
Podcasts
Internet video
Email
The social web
Chat /cyber dialoguing
SMS and mobile phone campaigning
Guidance on e-campaigning: relevant links
Community mobilization
Overview
Key issues in community mobilization
Common activities in community mobilization
Clubs
Community meetings
Murals (Wall paintings)
Cultural events
Demonstrations
Film screening and participatory video production
Training for activists
Participatory games
Communication in campaigns for policy/institutional change
Overview
Tools in policy/institutional change campaigns
Policy briefs
Model policies and research reports for advocacy
Lobbying and question time
Letters and petitions
Demonstrations, marches and rallies
Vigils
Speeches and public statements
Public hearings and mock tribunals
Stunts and street theatre
Alternative and shadow reporting as a campaign element
Complaints and UN human rights monitoring bodies
Sharing information and expanding networks
Monitoring and Evaluation
What is monitoring and evaluation?
Key definitions
Special considerations in monitoring and evaluating VAW campaigns
Building a campaign monitoring and evaluation framework
Designing an M&E plan
Practical tips for developing the M&E framework
Indicators
Overview
Common indicators in campaign M&E
Some indicators for campaign communications
Indicators in behaviour change campaigns
Indicators in institutional change campaigns
Tools for defining indicators
Data collection
Overview
Tools for data collection
Focus group discussions
Rapid assessment surveys and mini-surveys
Role play
Participatory sketching and photography
Direct response tracking
Data collection methodologies
Baseline assessment
What is a baseline assessment?
Baseline surveys
Campaign monitoring
What needs to be monitored?
Levels of monitoring
Getting and recording the information
Meetings for monitoring
Observing and recording campaign activities
Media monitoring
Campaign evaluation
Overview
Types of campaign evaluation
Preparing an evaluation
Evaluation methods and tools
Qualitative approaches
Quantitative surveys
Special tools to evaluate mass communication activities
Evaluating advocacy campaigns: assessing policy change
Social network analysis
Assessing impact in campaigns
Sharing findings
Sample campaign evaluations
General resources on M&E
Campaign Finances and Fundraising
Budgeting and financial control
Overview
Establishing a budget
In-kind contributions
Financial Control
Fundraising
Overview
Main steps in planning for campaign fundraising
Institutional donors
Identifying institutional donors
Key steps in mobilizing institutional donor support
Individual and community donors
Mobilizing in-kind support
Managing donor relations
Finances in campaign alliances
Resources on fundraising
References
References
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